VISION, VALUES AND VITALITY A CASE STUDY OF lTC

The potential of an enterprise for wealth creation is set apart by the distinctive amalgam of its
Vision, Values and Vitality. It represents a mix of constancy and change; of a timeless cone and
constantly evolving strategies and processes built around the core. The effectiveness of interplay
between these complementary elements determines the extent to which latent potential is realised.
It is the role of leadership to nurture a unique combination of the 3 Vs towards ensuring that the
enterprise sustains superior wealth generating capacity in an environment of competitive pressure.
Such leadership in a multi-business context needs to extend beyond the corporate level to the
strategic business units and their constituents.

In line with this thought, the following illustrates the unique blend of Vision, Values and Vitality

that has powered the transformation of the Company (ITC).

Vision

A compelling Vision creates and forges corporate identity. It imparts a larger purpose and meaning

to individual endeavour. It is aspirational, unifying and motivational. Envisioning a larger societal

purpose has always been a hallmark of ITC, described in the past as “a commitment beyond the

market". This compelling Vision of enlarging its contribution to the Indian society has powered

the Company over the past decade. Such a Vision is manifest in multiple forms, significantly

reshaping ITC’s profile. The Vision requires each of ITC's business to attain leadership on the

strength of international competitiveness. Simultaneously, it has driven the Company to also

consciously contribute to enhancing the competitiveness of the larger value chains beyond its own

Operations. This broader commitment has led to the creation of unique business models that

synergise long term shareholder value enhancement with fulfilment of the larger societal purpose.

It has expanded corporate consciousness in the practice of trusteeship to ensure sustainable wealth

creation. Above all, this superordinate purpose of creating growing value for the Indian society
has inspired the company's human resource and aligned their collective endeavour to provide unity

of purpose across the organisation.

Values

Values refer to the institutional standards of behaviour that strengthen commitment to the Vision,

and guide strategy formulation and purposive action. The core values of the company a shaped

around the belief that enterprises exists to serve society. In terms of this belief, profit is a means

rather than an end in itself, a compensation to owners of capital linked to the effectiveness of

contribution to society and the essential ingredient to sustain such enlarged societal contribution.

Thus, the company has embraced an extended role of trusteeship that reaches beyond the assets

reflected in the balance sheet to encompass Gouda! Assets. An unwavering commitment to

integrity, ethical conduct, teamwork and abiding concern for stakeholders are at the heart of the

company’s value system. The defining trait of ITC however, In Its deeply ‘Indian’ character that

aligns corporate strategy to national priorities. Such I character flows from the Indianans of its soul

rather than the origin of its capital. As a premier ‘Indian' enterprise, ITC consciously engages

across the value chains towards maximising benefit for the Indian society. Such a combination of

values determines chow: of corporate strategy, orients such strategy in favour of Indian value

chains wherever feasible, and engages the organisation willingly 1n confronting the larger societal

challenges of inclusive and sustainable growth. The company’s abiding commitment to society

provides depth of moral content and Infuse: energy across the enterprise, thus elevating collective

corporate effort to the mission for the ultimate benefit of all stakeholders, including the

shareholder.
Vitality

Vitality compelling vision and strong values by themselves could not have radically transformed

the company without the vitality that enables robust star strategy formulation and world-class

strategy execution. Vitality in ITC is manifest in many ways including the strengthening

commutative capability, the deepening consumer insight, and the breakthrough innovations in

Mum and processes, the ability to rapidly absorb knowledge and harness technology, m Imaging

bandwidth of distributed leadership, a growing nimbleness to proactively Manage change and

adaptiveness to continuously leverage market opportunities. ITC's robus strategy of organisation,

climate of professionalism and time-tested caring culture constitute the framework for effectively

channelizing corporate vitality. The inspiration, courage and commitment derived from the vision

and values has led to growing vitality. Such vitality in turn has led to enhanced market standing

and profitability. A clutch of global honours and recognition for the company in the last several

years testifies to the quality of transformation achieved. In order to fulfil the vision of making a

substantial and enduring contribution to the Indian society, the company consciously chose the

more challenging strategy of pursuing multiple drivers of growth, against conventional wisdom.

The company is engaged in managing diversity by creating synergies and special strengths based

on cultivating a network of interdependencies within the organisation. ITC’s strategy of

organisation based on the governance principle of distributed leadership, seeks to derive the

benefits of focus for each business while creatively deploying its diverse pool of core competencies

to generate distinctive sources of sustainable competitive advantages.

Questions:

1. How has developing value system in this organisation helped it in achieving its objectives

2. What values in business management can prosper its image in the market?

3. Should values remain confined within the company/industry or spread across the globe
through trans-cultural value system?